Research questions:1) Which serves as the primary motivator for agency workers to carry out brand building behaviours; the identification with the organization (OI) or perceived organizational support (POS)?

2) What effect does internal marketing have on the motivation of agency workers to carry out brand building behaviours?

Purpose:This study aims to investigate which factors motivate agency workers commitment to carry out brand building behaviours at the client organization and how internal marketing on behalf of the client organization affects that commitment.

Method:This study took a quantitative approach in which primary data was collected by conducting a survey. Using a convenience sample, 98 valid responses were collected. Correlation analyses were conducted in order to identify correlations. The theoretical framework was based upon scientific papers.

Conclusion:A majority of the respondents stated a motivation to carry out brand building behaviours. OI had a stronger, positive correlation to said motivation compared to POS. However, POS was more relatable. A strong correlation between outcomes of internal marketing and the motivation to carry out brand building behaviours was identified. A strong correlation between employee brand knowledge and brand building behaviours was identified. Recommendations to active organizations in the industry and future research are discussed.